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The World of Search Engine Marketing
2-24-15
Agenda
About LSM
Why companies invest in
SEM
Google pay-per-click
advertising
Organic search engine
optimization
Careers in SEM
About
Highlights
Digital marketing agency
HQ: Nashville, TN
Founded in 2006
18 staff members
53 clients (728 locations)
Client exclusivity
Assigned account managers
Staff is self-taught
Client Examples
What is Search Engine Marketing?
A form of Internet marketing that
involves the promotion of websites &
web pages by increasing their
visibility in search engine results
pages (SERPs) through optimization
(SEO) and advertising (Pay-Per-Click
Advertising)
Why Do Businesses Invest in SEM?
Demand Driven
“Pull” Marketing vs. “Push
Marketing”
Earning Clicks
Higher rankings = more visibility = more site traffic = more
customer opportunities
Improve Branding
Brand awareness
Brand recall
Brand credibility
“Above the Fold” = the portion of the search results that’s visible without scrolling down
the page.
Always Open
24/7 Business Promotion
Targeted, Cost-Effective Spend
Ads are only shown….
1. Within a specific geographical range
2. At certain times of the day, month or year
3. To specific people & groups of people
4. For a designated period of time (budget
flexibility!)
SERPs Breakdown
‘Organic’ or ‘Natural’ Listings
‘Keyword’ or ‘Search Query’
Google AdWords: Google Search Network
‘Local’ Listings
Local Indicator
Google PPC - Google Search Network
Desktop
Mobile
Google PPC - Google Search Network
How to get your ad into the top 1-3 positions
Google Display Network
Google Shopper Network
Remarketing in Google Display Network
Developing a Google PPC Campaign
Talk with prospective client about their business and their
goals
What do they sell?
Where do they sell?
What is the makeup of a typical customer?
Who are their competitors?
What products or services provide the best ROI?
What words or phrases do they think their target audience uses to find a
business like theirs?
Is their business seasonal?
What other channels of marketing are they investing in?
How much money are they looking to spend on search engine marketing?
Developing a Google PPC Campaign
Research!
Keyword possibilities
Keyword search volumes
Competitor activities
Marketplace
Client’s website
Ad copy
Ad extensions
Google PPC Campaign Management
Overview
Analyze results: what’s working and what’s not
working
Relay results to client
Adjust campaigns
Monitor competitors
Regular communication
Organic SEO – Market Level Search Queries
Organic SEO – Local Level Search Queries
Desktop
Mobile
Organic SEO Services
Example Web Page Optimization Best
Practices
Have a site containing several pages of quality, unique
content
Ensure site is properly indexed and interpreted by search
engines
Regularly add fresh, unique content onto the site
Blog posts that answer customer needs
Have a site that loads quickly
http://www.bartdurham.com/
Organic SEO Services
Local Directory Listings in More Depth
Build, claim and/or optimize listings on key
local directories
Massage Envy Spa: Desert Ridge - Yelp
Organic SEO Services
Getting fresh content to link to your site: Link Building
Local online directories
Industry-specific listings
Partner sites
Guest blog posts
Online press releases
Social sharing sites
Media outlets
Careers & Education in Search Engine Marketing
Careers in Search Engine Marketing
Where can you work?
Digital marketing agencies
Traditional marketing agencies
Fortune 500 companies
Companies who use the Internet a lot to do business
Freelance work with several small companies
Careers in Search Engine Marketing
What can someone with entry-level experience make?
Digital Media Specialist: $44k
Search Engine Marketing Analyst: $54k
PPC Manager: $44k
Digital Marketing Manager: $56k
SEM Manager: $53k
Who Teaches Search Engine Marketing?
Example Colleges and Degrees:
Search Engine College (online)
Full Sail University (online) – BS in Internet Marketing
Southern New Hampshire University (online) – BS in Web / SM Marketing,
MBA in Web Marketing
Franklin University (regional) – BS in Internet Marketing
Ashford University – eMarketing Degree
Utah State University – a few classes
Questions?
Thanks!
Matt Job
CMO - Local Search Masters
www.localsearchmasters.com
Who Teaches Search Engine Marketing?
Ideal Background for an Internet Marketer:
Google Certified
Google Analytics, Google AdWords, Google Video Advertising, Google
Shopping
Excellent understanding of Microsoft Excel, PowerPoint, Word
Effectively analyze data
Moderate or above social skills
Excellent communication skills
Good (not scholarly) writer
Degree in computer science
Likes to be challenged
Loves marketing
